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4.6.4 Decision stage
Decision occurs when an individual engages in activities that lead to a choice to adopt or reject an innovation. Adoption is a decision to make full use of an innovation as the best course of action currently available. According to Rogers, “adoption process is the mental process through which an individual passess from hearing about an innovation to final adoption. Rejection is not adopt the new idea. A small scale trial is often part of the decision to adopt and it serves as a means to decrease the perceived uncertainty of the innovation for the adopter. |
Last modified: Friday, 2 December 2011, 6:55 AM